lesson 1: intro

Question 1

marketing (by american marketing association)

Answer 1

is the activity, set of institution and processes for creating communication, delivering and exchanging offerings that have value for costomers, clients, partners and society at large

Question 2

5 stages of evolution

Answer 2

1. production orientation ->quantity, value
2. product orientation -> variety
3. sales orientation -> discounts, better deals
4. marketing orientiation -> personalised
5. sociatal marketing -> sustainability

Question 3

histolic marketing

- oserwalders ‘business model’ canvas

Answer 3

• key partners, who you work with
• key activities, what you mainly do in the company
• key resources, what you need for the firm to work
  |-> cost structure, who or what you have to pay
• value proposition, why your firm has value 2
• costumors relationship, the type of relationship
• channels, where you can find it
• costomers segments, the group of people you aim to reach
  |-> revenue streams, your income

Question 4

dr. Philip Kotler: definition of Marketing

= CCDVTP

Answer 4

Create 
Communicate 
Deliver 
the Value 
To the target market
at a Profit

Question 5

Holistic or integrated marketing combines the 4 ‘promise-lines’

Answer 5

-> internal markting (from management to staff)
-> interactive marketing (from staff to public)
-> external marketing (from management to public)
-> relational marketing
(from management to external stakeholders/ partners)

Question 6

to whom do we market?

Answer 6

• business to customer (BtoC) individual
• business to business (BtoB)
• Not-for-Profit and Government Markets, organisation